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New Saab Brand Campaign [saabnow]
Posted by The Saab Network (more from The Saab Network) on Wed, 27 Mar 2002 08:32:29
Message from TSN Press
Subject: New Saab Brand Campaign
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New Saab Brand Campaign Captures the Exhilaration of Driving Sweden's Most
Athletic Export
Saab paves the road for the company's most aggressive product program ever by
inviting consumers to get behind the wheel and drive
Norcross, GA - Saab Cars USA has launched a new brand advertising campaign,
the latest step in a series of initiatives that are preparing the marketplace
for an unprecedented schedule of new Saab vehicle introductions. The new brand
campaign's message captures the very core of what has differentiated the Saab
brand throughout its 54-year history-driving a Saab delivers exhilaration at
every twist and turn of the road.
Saab, which intends to double its U.S. sales by the end of 2004, will roll out
six new models or concepts over the next five years, beginning with the 2002
Saab 9-5. The company's new campaign debuted nationally during February, just
as the redesigned Saab 9-5 performance sedans and sport wagons made their
first appearance in showrooms across the country.
The enjoyment of driving a Saab is conveyed in the new brand campaign to
reinforce the emotional connection that buyers quickly make with their Saabs.
Lowe Worldwide, Saab Cars USA's advertising agency, developed a series of
three new creative executions that showcase the extent to which Saab drivers
love to be-and stay-behind the wheel.
For example, one of the newest ads shows what might happen to someone who has
never driven a Saab before. The television spot opens with an individual on a
spirited Saab test drive. With obvious enjoyment, the driver carves up the
road, mile after mile. While the smile on the face of the driver doesn't
change, the color of the car does-repeatedly. It is a test drive that never
quite concludes. When the customer does ultimately return to the dealership,
it is only to swap keys for another Saab-in the color that the driving
sequence opened with.
'In today's mid-luxury segment, every car company is talking about safety,
quality, design and performance, ' said Dan Chasins, Saab Cars USA president
and chief operating officer. 'Saabs offer the very best of these attributes
and more, but what surprises virtually all first-time buyers is the sheer
exhilaration they feel when they drive our cars.' Raising consumer awareness
about this critical product differentiator is the backbone of Saab's marketing
focus, says Chasins.
Real Life Test Drives Spell Sales for Saab
In addition to the new television and print campaign, Saab is expanding its
successful Real Life Road Test program to over 25 cities during 2002. The
program, which gives prospective buyers the chance to drive the latest model
Saabs and talk to product experts on corporate campuses and other community
locations, is an important tactical component of the new campaign, according
to Hans Krondahl, Saab Cars USA's vice president of marketing.
'We already know that Saab sales closing rates skyrocket when first-time
buyers test drive our cars,' says Krondahl. According to Allison-Fisher
research data, nearly 70% of prospects who test drove a Saab purchased the
car. 'While our new brand campaign paves the road for understanding how much
fun our cars are to drive, the Real Life Road Tests prove it.'
Dealers confirm the success of the program. 'I think it is a great event,'
said Kurt Schirm, dealer principal at International Motors in Falls Church,
Virginia. 'The Real Life Road Test puts Saab products in front of the right
demographic, and hits people who perhaps otherwise would not have considered a
Saab.'
Saab Cars USA, Inc. is the importer and distributor of Saab 9-5 and 9-3
automobiles for Sweden-based Saab Automobile AB and is headquartered in
Norcross, Georgia, near Atlanta.
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